The Saforelle brand, expert in feminine intimacy, helps women every day to live better, and healthier, with the vagaries of their femininity. After launching a range of organic cotton sanitary pads in 2017 in response to the growing mistrust of their "classic" pads - whose composition is not always known and sometimes suspected of containing endocrine disruptors - Saforelle is going one step further by launching its first ultra-absorbent panties or "period panties". Serviceplan Health & Life has signed the launch campaign for this new product with the digital film "Le geste", which will be visible online until May 25.

Saforelle launches its first ultra-absorbent, ultra-thin, washable and reusable panties. "Equivalent to three tampons, "menstrual panties" have the power to radically change the lives of menstruating women. To illustrate the practicality and comfort of this long-lasting period solution sold in pharmacies, the Serviceplan Health & Life agency created the film "Le geste". The spot shows a woman performing the everyday gesture of putting on her panties, illustrating the naturalness and ease of use of this new protection, as evidenced by the tagline: "a new gesture we already know".

In collaboration with independent agency Mediaplus, this 25'' digital film is being replayed on myTF1, and is accompanied by an in-store, display and social networking campaign.